By Josh McQueen, Vice President of Marketing and Product

Myth #1: "eCommerce is only for direct cremation families."

This myth started because direct cremation providers were looking to add efficiencies to their processes in order to keep their prices low. Somehow, along the way, this evolved into the mindset that only those looking for direct cremation want the convenience of technology.

So, it’s not surprising that many funeral professionals think offering an online planning and funding (eCommerce) option for funeral plans will only attract families who want the $1,000 direct cremation option. The truth is, we can no longer assume “penny pinchers” are the only ones searching for online planning options.

eCommerce is a real option for all planners, not just direct cremation families.

In a funeral consumer survey our team conducted with McKee Wallwork + Co., 36% of people said they were comfortable planning a funeral online, which shows a 44% increase over the last decade. And nearly half of the respondents said they would likely prearrange and prepay for their funeral in the future. Despite families being comfortable exploring their options online and wanting to fund, many funeral homes still don’t have an eCommerce option. But their competition might.

Low-cost cremation providers were the first to start using online sales, and almost all low-cost cremation providers promote direct cremations. Since they’re the only ones offering the eCommerce option, online families (who would’ve otherwise been open to other disposition and service options) have no choice but to preplan with a provider that only offers direct cremation.

That means if you don’t have an eCommerce tool right now, you’re missing out on serving these online families, and they’re missing out on honoring their loved ones with your funeral home.

Myth #2: "eCommerce is for online planners only."

Another myth that funeral professionals have come to believe is that consumers are strictly in-person or online shoppers. Here’s why that’s not the case:

Let’s say you want to purchase a new TV. You probably start your search online to find the TV that fits the specifications you’re looking for. Before you click “add to cart,” you decide you want to see the quality for yourself. You go into the store where you are able to talk to a sales representative who shows you the TV and answers all your questions. You’re now feeling good about purchasing.

As you check out, the sales representative asks, “Would you like to carry it out or have it shipped?”

You realize that the 80” TV won’t fit into your sedan, so you tell the sales rep that you would like to have it shipped. He then takes your email address where you receive an email with a tracking notification.

This scenario is a common one—we see a blended experience of online and in-person interactions. You start the process online (research), then go into the store to talk to someone in person (sales representative), and then finish online again (shipment tracker).

Consumers have begun to expect blended options from all businesses. With eCommerce, you give families this blended experience. This means your eCommerce tool needs to be set up for families to start and finish online, start online and finish in person, and start in person and finish online.

Myth #3: "eCommerce tools take the funeral director out of the planning process."

If you’ve been hesitant to try an eCommerce tool, this is one myth you might have heard.

After conversations with funeral professionals, I understand the concern. When families experience the loss of a loved one, they need the support of funeral directors to guide them through the funeral process.

But to reach today’s consumers, you have to shift processes a bit. With the right solution, software can be used as an extension of you, not a replacement.

In fact, eCommerce tools allow you to communicate better with online families and serve them in the way they prefer. Like the tax example I mentioned, the more options you have to serve families in the way they prefer, the better. That means continuing to have in-person appointments and meetings for those who want face-to-face interactions, but also providing an online option.

Plus, in the same consumer study I mentioned earlier, it was revealed that 36% of people felt that if they were put in charge of arranging a funeral, they’d have no idea what to do. Another 21% were neutral. This shows that families still need you when planning a funeral or prearranging.

Even if a family wants to explore more digital options, an eCommerce/online planning tool keeps you part of the conversation. Your interactions with them might even be more meaningful because you have helped them start the planning process with options that make them more comfortable.

Bridge the gap with eCommerce

No matter which myth you’ve heard, consider this question:

Are you holding yourself back from providing the best experience for today's families?

Families want to work with your funeral home and appreciate the ease and convenience of connecting with you from anywhere. So, give them the eCommerce option, offer more than direct cremation, and start serving families in new ways.

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